And everything else

“Anyone can do some quick Googling and write a cursory overview on almost any topic, but the companies that can produce a cutting-edge guide, eBook, or white paper – they stand out as the ones who really know what they’re talking about.

By publishing long-form content that does a deeper dive on the subject, your customers learn that you don’t just have basic industry knowledge; you’re an expert. It conveys that you have the experience and have done the research to have a command of the subject that your competitors lack. That’s what leads your prospects and customers to trust you and to come back to your website for more content (and, ideally, to eventually purchase your product or service).”